Driving customer engagement through mobile

The growth of mobile

Most smartphone users now check their phones 150 times a

daySource: KPCB Internet Trends 2013

Fans top needs include betting, match updates, social media and food & drink

offersResearch carried out June 2013 utilising Sky research panel

1/3 of people in the UK now use a tablet

Data predicted to grow 10x in next 4 years

The Cloud:The WiFi Expert

The No 1 public WiFi provider in the UK•Over 20,000 installed venues•8 million people pass through a Cloud hotspot every day

•40 million sessions per month, delivery over 1.5 billion minutes

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The Mobile JourneyBEFORE THE EVENT

See on event online, book, download e-

ticket

Grab a coffee on your way, log into the WiFi

to tweet about the event

Arrive at the venue, meet your friends, you all log

onto the WiFi

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Scan the e-ticket for entry

Receive a food offer while browsing the

venue app

Tweet & Instagram live

pictures

The Mobile JourneyAT THE EVENT

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After enjoying a bite to eat, using your offer & pay via payment app

Receive a message about the next

event & purchase tickets

An email arrives the next day with an

online survey about the experience

The Mobile JourneyAFTER THE EVENT

Case Study:Driving consumer engagement in park

• Branding on landing page

• Provide offers to drive engagement

• Integrated customer data from WiFi into email marketing program (30% Opt-in rate)

• Use online queue busting activities via The Cloud WiFi

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Alton Towers customers want to push boundaries & test themselves (& friends)

Celebrity Cloud Control with Joey and Sam (TOWIE) • 681 tweets, reach = 23mil• 71% of WiFi users engage in social

networking

People like to boast• Partnership on park with PicSolve• With WiFi moved to digital download in

park & at home (20% now digital)• 25% shared to social media > Each of

these people created 8 new web hits

Driving customer engagement

A platform to improve customer experience• Settle your bill with a few taps on your

iPhone, using PayPal, credit or debit card

• An electronic confirmation is sent to the user and a message is transmitted to the till

• 100K downloads within the first week

• 400K customers are continuing to use with around 200K doing so every month

Using social media to engage more customers

• Over 3,000 entries • Over 13,000 'likes' of

entries• 300,000 reach

Driving engagement during eventsEnhance the in-venue experience: • Branding on WiFi landing page, quick links to

relevant content, targeted advertising, radio access for smartphones, social media activity

Engage with wider fan base:• Social media used to interact with fans not

at the event, cricket quiz, running commentary, sharing of photographs

Stats from the Ashes: • 18.5k unique devices connected • 52,789 WiFi sessions• 920mil minutes on Sunday alone

The mobile opportunity: Summary• Acquire new customers through advertising & offers• Drive customer engagement via social media• Enhance the customer experience in-venue• Gain insight from customer data• Better customer understanding via trend analysis

and measuring customer satisfaction• Building brand loyalty

> For messaging via mobile to be really effective, creative should be adapted to the users device & environment

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Thank you